Mike Cramer’s first love was baseball cards. Before high school he had a mail-order trading card business. At age 30 he founded Pacific Trading Cards with money he made fishing crab in the Bering Sea. From 1980 to 2004, Pacific created more than 200 successful trading card products. In 2021, a Pacific Tom Brady rookie card sold for $117,000. Pacific’s cards remain some of the hobby’s most sought-after and other companies still emulate their innovations. Cramer’s memoir offers a behind-the-scenes look at the birth of a major card company, from one kid’s overgrown collection to every hands-on facet of building a business with hundreds of employees producing cards for retail stores worldwide.